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91. Pay-for-performance

A pricing model based on delivering sales or something else that can be directly attributed to the bottom line. Contrast this with traditional banner advertising which is based on impressions, a chunk of which come from people who are not your marketing audience.

92. Pay-Per-Click (PPC)

A traffic generating method whereby a search engine or directory places your link in their searchable database and charges you a fee every time your URL is found and clicked. The amount of the fee that you pay is usually determined by bidding on keywords or key phrases. The two largest PPC search engines are Overture and Google AdWords. There are also numerous smaller PPC engines on the net, some very good a delivering affordable targeted traffic, others not.

93. Penalty

A punishment levied against a web page by a search engine as a result of using an SEO tactic which does not meet the SE’s approval or which have been deemed unethical. Tactics that most often result in penalties include using hidden text, sneaky redirects, and linking to a bad neighborhood. A penalty usually results in a web page being credited for a lower Google PageRank (PR) than it has actually "earned". Penalties also result in a page being "buried" deep within the SERPS where surfers will have difficulty finding it through an engine search.

94. Plus box

A new search feature in Google that lets you see more information about individual search results. Whenever you see the plus box icon, additional rich data expand below the original search result. Currently, two plus boxes are available: stock information and maps.

95. Rankings

The order in which individual web pages are returned in the SERPS for a given search query. Search engines rank the web pages based upon relevancy to your search terms according to their proprietary algorithm.

96. Reciprocal links

A mutual agreement between two webmasters to exchange links (i.e. they both add a link to the other's website on their own website) and therefore build link popularity. Most search engines (certainly Google) are sophisticated enough to detect reciprocal linking and they don't view it very favorably because it is clearly a manufactured method of generating links. Websites with reciprocal links risk penalization.

97. Redirect

A tactic sometimes used to send a user to a different page that the one she found in the SERPS. For example, a webmaster optimizes a web page for a very popular keyword. When a user finds the page by searching on that keyword, she is subsequently redirected to a different, possibly non-relevant page from which the webmaster stands to make money. This is considered to be an invalid use of a redirect and the search engines (including Google) will penalize pages that use one in this manner.

98. Referrer or Referring URL

The URL of the web page where a visitor clicked a link to come to your site.

99. Refresh Tag

A tag which defines when and to where a page will refresh.

100. Relative Link

A relative link is a hyperlink that does not include an entire domain name, folder or subdirectory name and file name together in the URL. A link that is defined by its relative position to the current URL. For example: optimizationbasics.html

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